Zach Phillips

#312: How to Improvise on Your Story to Thrive in Tough Times

#312: How to Improvise on Your Story to Thrive in Tough Times

2020 heavily impacted the way we did business and forced many of us to adapt our ways in order to survive. But how do you ensure your business thrives and comes out stronger than before the next time unexpected chaos hits?

If you focus on finding new and innovative ways that level up and meet the needs of your customers, your message has a much higher chance of being appreciated, understood, and make a life-long impression.

On this week’s show, we have Zach Phillips, the director of professional development for the National Association of Music Merchants, or NAMM. NAMM was founded in 1901 with a mission to strengthen the music products industry and promote the pleasures and benefits of making music.

The NAMM Resource Center covers innovative creations, the evolution of music, sound, and entertainment products, the ever-changing world of music retail, as well as the member’s collective quest to improve music education around the globe. Its Oral History program and Music History Project podcast features stories of those who have helped shape and expand the music industry through the years.

Zach joined NAMM in 2012 as director of professional development, overseeing its educational programs for the music products, sound, and entertainment technology industries, including NAMM U and NAMM U Online. He previously served 13 years as editor of Music Inc. and UpBeat Daily magazines and is a part-time singer-songwriter. In 2020, he released his latest album, “The Wine of Youth.”

Tune in as Zach shares the approaches NAMM used to survive COVID and the strategies some of its members used to improvise to keep their businesses and music alive and thriving in their communities.


Discussed in this episode

  • How business reinvention has changed and evolved to meet customer’s needs and wants
  •  The importance of serving your customers with a service-first mindset that is driven by empathy and understanding 
  • Why authenticity matters in marketing your narrative 
  • Zach shares NAMM’s incredible story and the ways they reinvented their approach to share their message to reach a wider audience and continue to build connection and accessibility to their customers at a time of uncertainty



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